Kommunikationssteuerung und Kommunikationscontrolling Das Beispiel Henkel

Zusammenfassungen  In Zeiten von immer knapper werdenden Ressourcen sehen sich viele Kommunikationsverantwortliche zunehmend in der Pflicht, die vorhandenden Budgets effizient und effektiv einzusetzen sowie ihren Wertsch?pfungsbeitrag nachzuweisen. Dabei unterliegen sie den gleichen Controllinganforderungen, die an andere Funktionen eines Unternehmens gestellt werden. Eine m?gliche Strategie zeigt das Praxisbeispiel des internationalen Konsumgüterherstellers Henkel. Ernst Primosch Corporate Vice President und Head Corporate Communications bei der Henkel KGaA in Düsseldorf M. A. Simone Gleumes Leiterin Strategy & Steering im Bereich Corporate Communications bei der Henkel KGaA in Düsseldorf     

Nachhaltiges Marketing im Schweizer Detailhandel: Das Beispiel Migros

Zusammenfassung  Wird das Thema Nachhaltigkeit vom Marketing mit allen seinen Aspekten aufgegriffen, hat das Auswirkungen auf die gesamte Wertsch?pfungskette. Die Schweizer Einzelhandelskette Migros begann bereits im Jahr 1973 damit ihren Kunden Produkte aus integrierter Produktion anzubieten. L?ngst ist daraus ein umfassendes nachhaltiges Konzept entstanden, dessen Kern ein eigenes Label dokumentiert. Somit gelingt es der Migros die drei zentralen Aspekte des nachhaltigen Handelns — ?kologische, soziale und ?konomische Dimensionen — umzusetzen.     

Das schwedische Konsumentenversicherungsgesetz Eine Antwort auf die Kommentare von Bernstein und Gärtner

Ohne Zusammenfassung     

Schwachstellen der Werbeselbstkontrolle: Aufgezeigt am Beispiel des Deutschen Werberats

Weaknesses of advertising self-control: The case of the “Deutscher Werberat» (German Advertising Council, DWR). The paper scrutinizes the activities of DWR, the most important self-regulatory institution of German advertising business, founded in 1972. Its ten members come from the industry, the media, and the advertising agencies and professions. Consumers are not represented on the board; there is only a committee for co-ordinating contacts with the leading German organization, namely Arbeitsgemeinschaft der Verbraucher. DWR invites complaints from everybody about indecent, misleading, and unfair advertising. The main guideline of DWR is the code of the International Chamber of Commerce, the ICC Rules. DWR has hardly any possibilities to sanction those firms that infringe the rules; it can ask for only voluntary compliance with its opinions. In order to understand how DWR really works, the author examined advertisements in different German magazines (e. g.,Stern, Der Spiegel) from June 1976 to December 1978. For about 320 of those, published by well-known German and foreign firms, he filed complaints to DWR because of alleged contravention of advertising rules. They constituted a large part of the complaints received by DWR since in total, the Council dealt with about 670 complaints during that period. 73.9% of the author's complaints were not accepted by DWR (see Table 1 of the paper). The following weak points of the self-controlling system were discovered:

1. Complaint handling takes an extraordinary long time: an average of 32 days for complaints which were successfully filed (see Table 2). This means that a suspect advertisement can appear for quite some time before it is stopped by the opinion of DWR.
2. There are, in the view of the author, many wrong decisions, especially in cases of misleading advertising (ambiguous, hyperbolical, incomplete, untrue claims). Fifty-two of the advertisements which had been judged acceptable by DWR could be stopped with the help of other institutions.
3. The procedure of complaint handling gives cause for criticism, for instance, in cases of ambiguity, interpretations usually favour the advertiser. Of the complainant, DWR demands proof that an advertiser's claim is untrue, whereas the advertiser remains in the clear if he makes some vague statements to the effect that the claim is true or the complainant's arguments are incorrect.

The author concludes by making some proposals for reform of the self-regulatory system and for the increase of its efficiency. In his opinion, self-regulation does not exclude government intervention in advertising, however.     

Doing business in Vietnam

This article examines the opportunities and challenges of doing business in Vietnam. We focus on the seven‐year development process of the venture capital industry in Vietnam as an indicator of the long‐term process of creating and managing business investments there. Although there are many lucrative business opportunities in Vietnam, there are also significant challenges that must be carefully analyzed before making an investment. Challenges include finding quality investments, long payback periods, a lengthy and expensive process to develop a management team, and significant misunderstandings because of cultural differences between Western and Vietnamese investors. © 2001 John Wiley & Sons, Inc.     

Unrealistische Einnahmeplanung durch Geber und Nehmer: das Beispiel Bremen

A long-term analysis of incorrect revenue forecasts for the state of Bremen shows the importance of these forecasts for the failure of budgetary rehabilitation programmes. The findings contradict those analysts who blame misleading incentives in the federal distribution system of common taxes and advocate expenditure cutting. Looking forward, this development may reoccur, not only in Bremen but in other states as well, which would jeopardise the constitutional limit on deficits. This paper discusses the fiscal policy conclusions to draw from this unrealistic planning, addressing both the problems of states in a budgetary crisis and the system of tax distribution in Germany, which has to be reorganized in 2020     

Child injury prevention in Vietnam: achievements and challenges

As with other South Asian countries, injury is becoming a leading cause of death and morbidity among children in Vietnam. In response to the increasing burden of child injury, government and non-government agencies in Vietnam have combined efforts during the last decade to develop and implement various child injury prevention strategies and programmes. This article provides, through a review of relevant documents and interviews with major stakeholders, an overview of these efforts and highlights major challenges to child injury prevention in the country. The findings point to notable achievements in terms of increasing awareness of injury facing children at all levels in the community and developing a sound injury prevention policy framework in a relatively short period of time. However, much needs to be done to implement necessary environmental and legislative changes, strengthen child injury surveillance and injury prevention research; and to improve access to health services. The insight into the experience of Vietnam could benefit other low- and middle-income countries with a high burden of child injury.     

Child injury prevention in Vietnam: achievements and challenges

As with other South Asian countries, injury is becoming a leading cause of death and morbidity among children in Vietnam. In response to the increasing burden of child injury, government and non-government agencies in Vietnam have combined efforts during the last decade to develop and implement various child injury prevention strategies and programmes. This article provides, through a review of relevant documents and interviews with major stakeholders, an overview of these efforts and highlights major challenges to child injury prevention in the country. The findings point to notable achievements in terms of increasing awareness of injury facing children at all levels in the community and developing a sound injury prevention policy framework in a relatively short period of time. However, much needs to be done to implement necessary environmental and legislative changes, strengthen child injury surveillance and injury prevention research; and to improve access to health services. The insight into the experience of Vietnam could benefit other low- and middle-income countries with a high burden of child injury.     

探市越南

傍晚越南的大街上，自行车几乎没了踪影，汽车也成了陪衬，你看到的是让人叹为观止的摩托车洪流。越南全国有8000多万人口，摩托车据说已经超过1000万辆，摩托车和摩托车文化已经成为越南的一个重要象征。说到越南的摩托车洪流，中国企业“功不可没”，1999年，“嘉陵”第一个进入越南市场，当时一辆可以卖到六七百美元，曾几何时中国摩托车企业在越南风光无限。     

对TCL集团在越南投资的反思

三大困境 首先,TCL越南公司产量和销售额太小,达不到规模经济的要求,赢利前景不乐观.虽然在不到3年的时间里,初出国门的TCL海外兵团已经在竞争激烈的越南彩电市场抢得了10%的份额,但是这10%的份额所对应的销售量却只有区区7万台,不到年生产能力的七分之一,这意味着86%的生产能力被闲置.若是按照一般彩电企业正常的固定资产折旧率和固定费用率计算,7万台的彩电销量是很难保证项目赢利的.     

A Second Show in Vietnam

Feature of the exhibition: all products are manufactured by famous auto groups of China,organized by China Machinery Industry Federation with high authority and reliability;representing advanced technology and general price of Chinese autos and motorcycles.     

Critical success factors in project management: implication from Vietnam

This study will assess successful project performance based on key project factors. The indicators of project success are cost, time, technical performance and customer satisfaction as used in previous studies. The sample consisted of 239 project members and managers currently involved in infrastructure projects in Vietnam. Regression analysis was used to test five hypotheses developed from theories on project success. Three groups of factors including manager competencies, member competencies and external stability have significant positive relationships to the success criteria. The completion and implementation stages in the project life cycle are also positively related to success. The implementation stage of a project moderates both the effects of external stability and organization support on success. The implication for project managers is that implementation is the key stage in determining the success of projects.     

越南台湾新南向的焦点?

台湾大型企业列出的一长串投资越南的“清单”似乎表明：在台湾当局的大力推动下，在越南投资环境的吸引下，越南越来越受到台湾商人的青睐。     

Workfare: Eine wirksame Alternative zum Kombilohn

Die hohe Arbeitslosigkeit von Geringqualifizierten ist Gegenstand zahlreicher Vorschl?gen zur L?sung dieses Problems. Worauf beziehen sich die Vorschl?ge im Einzelnen? Welche Besch?ftigungs- und Einkommenseffekte sind mit ihnen verbunden? Wie schneidet das Workfare-Modell im Vergleich dazu ab? Dr. Hilmar Schneider, 49, ist Direktor für Arbeitsmarktpolitik am Institut zur Zukunft der Arbeit in Bonn; Holger Bonin, 38, Dipl.-Volkswirt, ist dort wissenschaftlicher Mitarbeiter.     

Glasfaserausbau: Das wirtschaftspolitisch Heikelste kommt noch!

Economic growth is greatly influenced by digital transformation. One condition is powerful high-capacity broadband connectivity based on fiber optic cables. A large part of German network infrastructure is still based on fiberglass. However, there is still a bottleneck: the “last mile”, which consists of copper wire leading to the end user. At this point the data flow is highly decelerated so that applications which require gigabit connectivity will not be possible. It is questionable whether continuing economic competition among network providers will remove this remaining bottleneck. Going forward the government should not trepidate any longer in closing the gap. As in physical infrastructure such as roads and bridges, the maintenance and upgrading of digital infrastructure is its economic responsibility, too.